Rediffusion-Y&R Digital bags MTS business

The agency also handles the creative duties for MTS.

The digital arm of advertising agency Rediffusion-Y&R has bagged the digital business of Sistema Shyam Teleservices that provides telecom services under the brand name MTS. The agency will manage all digital brand communication, including creative, online media, and social media for the telecom company.

The other agencies that took part in this multi-agency pitch are Interactive Avenues, Hungama, HT Media, and Law & Kenneth Digital.

"Reaching out to our customers in the digital arena is an essential part of our data-centric strategy. We plan to spend about 15-20 per cent of our total ad budget on digital. MTS is in the process of rolling out a series of digital initiatives and innovations designed to empower and engage our customers," says Amitesh Rao, director, brand and media, MTS India.

MTS' media duties are handled by Media Planning Group (MPG) India, the media buying arm of Havas Media, and its creative duties lie with Rediffusion-Y&R. "We zeroed in on Rediffusion-Y&R, which already handles the creatives for us, as it understands our mandate and there is a synergy," says Rao.

Commenting on the partnership, Rachana Dharia, business head (digital), Rediffusion-Y&R, says, "Telecom provides immense opportunity to leverage the digital platform due to its direct engagement with customers and their relationship with communication. With MTS being a youth brand, we will leverage the digital medium and take the brand further into the youth mind space."

Conveying his joy at winning the account, D Rajappa, President, Rediffusion Y & R added, "We will endeavour to provide seamless marketing support to MTS through effective collaboration across all media to create engaging and impactful creative content".